Besides attribution, what's another method used to analyze the return on investment (ROI) for media?

The marketing mix model (MMM) is a top-down statistical analysis that uses historical data to quantify the impact of various marketing and non-marketing factors (e.g., seasonality, competitor activity) on sales or other business outcomes. It helps determine the ROI of different media channels by isolating their contributions, offering a complementary perspective to attribution models, which are typically bottom-up and user-centric. Conversion lift measures the incremental impact of an ad campaign on conversions, often through controlled experiments, but it's a specific measurement technique, not a broad ROI analysis method like MMM. Smart Bidding is an automated bidding strategy within Google Ads, not an ROI analysis method. Viewable CPM (cost per mille/thousand) is a bidding metric focused on ad visibility, not overall ROI analysis.